Brand awareness relates to the likelihood that a brand will come to mind and the ease with which it does so given different type of cues. Brand awareness is the consumer’s ability to identify a brand under different conditions (Keller, 2003). Brand awareness is the crucial first stage in buyer readiness to develop a brand preference and move closer to the point of purchase (Ross and Harradine, 2004). Brand awareness creates value in different ways. Brand awareness provides the anchor to which other associations can be linked.
In this chapter, we are going to explain brand awareness and brand image. Customer-based brand equity occurs when the consumer has a high level of brand awareness and familiarity with the brand and holds some strong, favorable, and unique brand associations in memory; and to establish a positive brand image in consumer memory, we need to create brand awareness and brand image to build customer-based brand equity. 2.1 What is brand awareness, and how do we achieve it? Brand awareness consists of brand recognition and brand recall performance. Brand recognition is consumers’ ability to confirm prior exposure to the brand when given the brand as a cue.
Keller (1993) noted that brand associations reflect “the meaning of the brand for consumers” and added that to have a positive effect on BE, the brand association should be unique, strong and favorable (Keller, 2003). Buil et al. (2008) suggested that the brand association could be expanded into three types; perceived value (Aaker, 1996; Lassar, Mittal and Sharma, 1995; Netemeyer et al., 2004), brand personality (Aaker, 1996) and organizational associations (Aaker, 1996; Pappu et al., 2005; 2006). Some researchers provided empirical support that considers brand awareness and association as one variable in measuring BE due to the strong linkage between them (Yoo and Donthu, 2001; Yoo, Donthu and Lee, 2000). However, others stated that these two dimensions are conceptually different and have to be measured distinctively (Aaker, 1991; Pappu et al.,
First, consumer thinks of brand every time while thinking about product category. Raising brand awareness enhances the chances that the brand will be in consideration while looking for product category. Second, brand awareness also effect consumer decision for brands which is in their consideration. Thirdly, by influencing strength of brand association brand awareness effects consumer decision in brand image. As for brand image is concern it is consumers perception and association held in their mind about brand.
In conclusion, Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration. Social media is becoming an integral part of life online as social websites and applications proliferate. Most traditional online media include social components, such as comment fields for users. In business, social media is used to market products, promote brands, and connect to current customers and foster new business. Pachira Inchan (2012) has summarized type of online social media as follows.
Defining Social Media Kaplan and Haenlein (2010) define social media as “a group of Internet based applications that build on the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user generated content.” According to Kaplan and Haenlein (2010) web 2.0 is a platform where content is continuously altered by all operators in a sharing and collaborative way. Web 2.0 is a web based technology which helps to create highly interactive platforms through which individuals and communities share, co-create, discuss and modify user –generated content. Social media are the websites which are build upon the
In the online world, social media will be the primary platform through which the individuals are facilitated to interact and negotiate with the virtual networked public. Therefore, similar to offline world, through the process of interaction, in social media online users will use symbols in different forms and will be involved in a meaning making process. Executives in my research will also develop an online self by interacting with their virtual networked public. Symbols that executives generated in the online world will be different to the offline world subjected to the features and tools of the social media platform. So by using SI, it will facilitate me to identify the particular symbols which executives have used to generate meanings and
According to Herbig & Milewicz (1993); Janiszewski & Van Osselaer (2000); Turley & Moore (1995) brand name offers a symbol that can assist consumers to identify service providers and to predict service results; as a consequence, brand awareness will affect purchase decision through brand association, and when a product owns a positive brand image, it will help in marketing activities (Keller 1993). According to Stryfom et al. (1995) the marketers can create brand awareness among their target audience by repetitive advertising and publicity. Macdonald & Sharp (2000) also reveals that brand awareness plays an important role on purchase intention because consumers tend to buy a familiar and well known product. According to Chaudhuri, & Holbrook (2001), brand awareness and brand image to be ascendant to brand
Furthermore the emergence of social media on private individuals and on corporate organizations usage indicates that in a corporate environment the usage of social media requires strategic management, which leaders need to undertake for effectively achieving their goals and discovering the fundamental potential of the tool and thus obtaining a competitive edge in business. This is also noticed within politicians and celebrities promoting their brands and images by communicating to their followers through social media. As Lewis, (2010) mentioned that social media has developed into an important company